Monica wasn’t sure where to start, but she soon noticed that a young, slightly more economically empowered group of Zambians, might be what she was looking for.
“It’s a very young country and their consumption patterns are very different from what their parents are. There’s a little more income so people are willing to try something new, something catchy.. So I thought: Why don’t we create a noodle brand? “
The same year she founded JAVA Foods and soon a new range of instant noodles landed on the shelves in Zambian supermarkets. Not only could the preparation of the noodles be called instant – so was the success.
The noodle brand is called eeZee Noodles and in the first year, 2013, JAVA Foods sold almost half a million packets. The noodles are fortified and come in different flavours. And even if there is competition the eeZee noodles have one great advantage that resonates well with the customers – JAVA Foods is Zambian.
“We don’t have a lot of brands where people can say “Look, this is a Zambian brand!” So I thought we’ve got to create a brand that’s excellent in terms of quality, in terms of what the people want and build that,” she says.